Measuring Consumer Attitude through Marketing Dimensions: A Comparative Study between Metro and Non-metro Cities

Abstract

The purpose of this article is to find the factors affecting consumer attitude from marketing dimensions through the review of literature and develop a simpler and a precise model of consumer attitude, and also to measure the difference in consumer attitude of metro and non-metro consumers, because metro and non-metro customers are different in their consumer behavior in many ways. The conceptual framework of factors affecting customer attitude—including brand equity, quality of products and services, pricing, marketing communication, risk aversion, purchase intention, consumer conformity, consumer reference group, consumer purchasing power, and consumer’s past-use experience—is developed by examining the theoretical foundation for general products and services. Linear regression and z-test are used to measure the impact of these attributes on consumer attitude and difference in metro and non-metro customers, respectively. Furthermore, dimensions such as pricing strategies, risk aversion, purchase intention, consumer conformity, consumer reference group, consumer purchasing power, and consumer’s past-use experience have a significant difference in these two regions, and consumer behavior based on brand equity, quality, and marketing communication has no significant difference. Regression results establish a significant positive linear relationship between consumer attitude and the various marketing dimension variables taken for the study in both the regions. The article proposes a conceptual framework of factors affecting consumer attitude. Results on the difference of consumer attitude from marketing dimensions in metro and non-metro customers and linear impact of the same on consumer attitude will help the marketers, academicians, and strategist in better understanding of these markets and help in the formulation of better policy.